Just a couple of years ago my team and I decided to have a very bold statement made into vinyl lettering and placed on the wall in the reception area at One-to-1 Fitness.
"To help 10,000 residents reach their fitness or weight loss goal."
This was more than just words on a wall, and it wasn't going to be a walk in the park either. My little city is right around 100,000 people, there's no way my small private studio could train or service 10,000 people in just a couple years.
As a team it has brought us together, we work tirelessly to consider how we can influence fitness in our community; our vision is focused beyond our four walls to helping inspire people to a better life through health and fitness. Needless to say it keeps us focused and sincere as Zig Zigler said, "you help enough people get what they want and you will get what you want."
But it doesn't end there; this public mission statement has also become a very important component of our marketing platform.
It's become common to motivate the consumer to action using low barrier very high value offers, particularly deep discount trial programs.
Many coaching clients have expressed concern over this, especially in relation to repeat customers hoping from deal to deal to deal.
Our mission has been the solution, nearly every promotion ends with our final thought: "Because our public mission is to help 10,000 local people offer valid only for first time customers in an effort to give as many people as possible a chance to try our service. Help us reach our goal please share with others."
Rather than just giving us valid reason to reject those who would repeat the discounted promotion it has given us a platform to encourage people to share and tell their friends.
We've found the reaction from our customers to be much more positive, then aht traditional statement of, "Offer valid only for new first time customers." We simply clarified the 'why' of the restriction in a way that's reasonable and that they understand. This truly is a core message in the development of your marketing platform, human behavior dictates that if we understand the reason, like it or not, we're much more likely to accept it without a fuss.
Now there's no concern about how often we run promotions and when we do we find people are more willing to share them, refer to them or recommend them on the basis of helping us achieve our mission to help our community.
In short this message has become both a platform of vision of how we want to represent ourselves, increased our team and client culture, and forced us to keep thinking about community improvement over individual success.
The best part; this statement has also contributed significantly to our marketing message enhancing the growth of our business and bottom line, so the only question is, what's your public mission and how can it help you?


After struggling for eight years as a personal trainer, Cabel McElderry challenged the typical gym setup and created quite a reputation for himself. His 7 figure studio, now five years old, has won multiple awards for business excellence. Cabel has been recognized as one of the top 100 fitness entrepreneurs in North America and is currently one of 50 nominees for Optimum Nutrition's Canadian Trainer of the Year. He now mentors fitness professionals worldwide in an effort to help them achieve similar or better results than his own. Cabel's advice and writing can be found amongst some of the biggest blogs online and he is constantly called upon to offer his advice and strategies at some the largest fitness events worldwide. www.ProfitablePersonalTrainer.com

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